Making Better Decisions Earlier

Pixel Up UX & Design Conference (Cape Town, South Africa, 2017)

Transcript

1. Making Smarter Decisions Earlier
   Content, Design & Blind Spots
   Ruining Products & Experiences
   Ron Bronson
   Pixel Up 2017
   

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2. Designing for reality.
   

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5. Three kinds of myopia.
   Lack of long-range perspective in
   thinking or planning.
   

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6. Designer Myopia
   “...design with a nearsightedness that results
   in websites and applications that please
   ourselves and impress our peers but don’t
   meet user and business goals.”
   - Rian van der Merwe
   

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7. Marketing Myopia
   “A business suffers from marketing myopia
   when a company views marketing strictly
   from the standpoint of selling a specific
   product rather than from the standpoint of
   fulfilling customer needs.”
   - Ted Levitt (1960)
   

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8. ● Architects see the world differently.
   ● The roots of training.
   ● Justifying their own cognitive dissonance
   Architectural Myopia
   

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11. We think we know our audiences?
    

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13. We embed biases in products toward
    our imagined outcomes. This makes
    us more likely to forget about, or at
    least minimize, the possibility of other
    outcomes.
    

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16. By failing to consider the people
    outside of our own set of experiences,
    we ignore people with the potential to
    expand our product use cases.
    

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17. Perspective influences the goal line.
    

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19. What can you do?
    

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20. Decide your stance.
    “...the attitude the product takes, the
    personality it has.”
    -Jon Kolko (Well Designed)
    

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21. Take calculated risks.
    

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22. Ask better questions
    earlier.
    

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24. “...the player who looks least engaged may be
    the most committed member of the group. A
    cynic, after all, is a passionate person who
    does not want to be disappointed again.”
    ― The Art of Possibility
    

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25. Highlight the constraints
    constructively.
    

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26. Focus on team composition.
    

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27. Communicate the value of design &
    content through frameworks, tools &
    metrics that resonate with your
    stakeholders.
    

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28. Test your own assumptions.
    

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29. www.perspective.cards
    

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30. Show your work.
    

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31. People don’t want to love
    your product.
    

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32. Ron Bronson
    ron@ronbronson.com
    @ronbronson on your twitter machine.
    

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